Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki by Blackandgold Shanghai

Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2022

Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki

by Blackandgold Shanghai

Client: Yili Group

A' Design Award Parahi Winner in Takai Category

11,109

Verified Award Winner

Verify Award Status for #134149

View at A' Design Award Press Release Award Badge

Colors

The Design

About Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki

Ko Small Satine he kōpaki mō tētahi hua waiū rāwaho i hangaia mō ngā tamariki. Ko te hoahoa e whakawhānui ana i te waitohu waiū a Satine, e pupuri tonu ana i tōna waitohu me ōna tae mā me kākāriki. Ko tētahi āhua e kīia nei ko Small Satine e puta ana i te papa o mua, e okioki ana i runga i te tarutaru i te taha o tētahi kūao kau. Ko te papa o muri e whakaatu ana i tētahi tirohanga whānui o te pāmu waiū, i tāraitia ki tētahi momo whakaahua māmā, ngāwari hoki. Ko te ingoa o te hua kua whakatakotoria ki tētahi momo puka e pai ana mō ngā tamariki, ā, ko ngā mōhiohio mō te taurangi kai kua whakaaturia mārama mō ngā mātua. Ko te kōpaki o roto he māpuna pepa.

The Recognition

About the A' Design Award Parahi

Ko Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Small Satine Te Kaupapa Matua: Te Kōpaki Waiū Tamariki i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: For new middle-class in China, they focus more on their kids' health compared with their previous generation. Satine advocates natural and organic life. Now, Satine enters the kid milk market with its newly-launched organic kid milk named after Small Satine. Small Satine has its own IP to draw kids' attention. The illustration of his exploration in dairy farm is the theme of design. it also demonstrates the harmony with nature.
Dimensions & Packaging: Inner pack: Width 43mm x Depth 41mm x Height 102mm
Box: Width 265mm x Depth 22mm x Height 135mm
Tags: Packaging, milk, kid, China, organic
Production Technology: Inner pack: Tetra Pack
Box: paper
Design Challenge: Satine is a premium organic milk brand. The main challenge is how to add childish delight to a premium product. By doing so, the overall look and feel of Satine is maintained. Based on the combination of white and green, an illustration was created. The product name organic milk has switched to a childish font. On back panel, the introduction of dairy farm is also treated in a cute way.
Research: Satine is a premium milk brand. It talks about nature and organic. When it comes to kid milk, the design language should be appropriate to kid. After looking at kid food and drink, we find out IP characters are often used. Thus the illustration is created to tell a story that Small Satine is exploring the dairy farm. It symbolizes the harmony with nature as well as good farm environment.
Inspiration: IP character can attract kids' attention and enhance childish delight. Instead of using IP collaboration, we created an IP for it. He is a pupil from Third Grade Class 6 implying 3.6g/100ml protein. To express the natural environment, IP character is hanging out with the calf on the grass. The back panel shows the panorama of dairy farm to communicate good milk from good farm. Its nutrition claims are highlighted for parents' trust.
Project Duration: The project started in Feb, 2021 and the product is launched in June, 2021.
Operation Flow: Satine is a well-known brand in China. Its white and green combination is quite iconic. When the brand extends to kid milk, its logo and color tone need to be retained. The sub-brand name Small Satine is below Satine logo. The main visual is Small Satine hangs out with calf and they are lying on the grass leisurely. It communicates the environment and the harmony with nature.
Patents: All photos credits to blackandgold Shanghai, 2022.
Team Members: Creative Director: Yang LI
Designer: Xuying ZHANG
Illustrator: Yinlu YU
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG